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Rediff.com » Business » Madhuchandan, a software engineer from US is making farmers richer!

Madhuchandan, a software engineer from USis making farmers richer!

Last updated on: November 18, 2015 15:46 IST

Under the scorching sun, a software engineer from California is planting paddy

saplings, much to the excitement of farmers, who had lost hopes of living a

decent livelihood. For distressed farmers in Mandya district of Karnataka, which

saw the highest number of suicides this year, Madhuchandan Chikkadevaiah is a

true saviour, writes Manu A B/Rediff.com

Image: , Madhuchandan chucked his comfortable job in the United States to become a farmer.

Photographs, courtesy: Madhuchandan/Organic Mandya

From being branded as the farmers’ suicide capital of Karnataka till early this year, Mandya,a good forty kilometers away from Mysuru, has ushered in a silent agrarian revolution as

farmers are now selling organic farm products for good profits.

This positive change in their lives occurred thanks to Madhuchandan, an young IT

professional, who chucked his comfortable job in the United States to sow the seeds of an

organic farming movement in India.

To begin with, he started the Mandya Organic Farmers Cooperative Society with the active

participation of a group of 270 farmers, who now cultivate and sell their organic farm products

profitably. By setting up a retail outlet near the farmland to sell products, Madhuchandan has

succeeded in offering the highest price for products

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Image: Madhuchandan works in the paddy field.

Today, Organic Mandya’s retail outlet at the busy Bengaluru-Mysuru highway sells organic vegetables, cereals and pulses fresh from the farm. The products are in huge demand as people

travelling along the highway buy these healthy products.

Madhu had initially planned to set up his own farm and live the life of a farmer. However, the

37-year-old engineer was moved by the plight of farmer suicides and heart breaking stories of

their families and decided to work for their welfare.

After working for several IT majors, Madhuchandan co-founded a company called Verifaya in

2005. Madhu developed the Verifaya Studio, an automated testing software, which is now used

by corporates across the globe.

In terms of professional success, Madhu had achieved all that he had dreamt of. It was now

time to give back to the village he hailed from. So in August 2014, he returned to India topursue his passion of farming.

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Image: Madhuchandan with his wife Archana.

It has been a complete turnaround for Madhu, who has worked in countries like Israel, the UK,

the Philippines, Africa and the US for the last 15 years.

With the ambitious mission of making Mandya a completely organic district, Madhu charted

out his plans optimistically.

“I feel proud to be a farmer today. To be able to lead a healthier and happier life is a dream

come true. No job can give the immense satisfaction that farming can offer you. We tend to

complicate our lives, take up stressful jobs and never try to lend a helping hand to anyone.

With things falling in place as we planned, I hope to see Mandya district a fully chemical-free

zone in the next 5 years,” says a confident Madhu, who is supported by 45 employees.

Image: Organic Mandya’s retail outlet at the busy Bengaluru-Mysuru highway sells fresh products.


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A great beginning

The lack of awareness among farmers was the first issue that needed to be tackled. They had all

sorts of misconceptions about organic farming.

“In the earlier days, farmers were experts in their field. They knew exactly what they had to do.

Over the years, they have been misguided to use all sorts of fertilisers and chemicals, which in

the long run have destroyed the soil and affected crop yields. They made the mistake of

following agriculture experts who had no practical expertise. As a result, farmers failed

miserably. Only 5-6 per cent of farmers succeeded as they followed natural and organicmethods of farming,” says Madhu.

Image: , The lack of awareness among farmers was the first issue that needed to be tackled.

Madhu and his team had to spend hours educating farmers to join the organic farming

movement. It took a while before they could win the confidence of farmers, who have been

neglected all the while and given false promises.

Farmers needed support in communication, technology and marketing to sell their products.

Though the farmers had good products, they did not know how to brand it and get a better

price.

“Farmers who toil hard to make sure millions don’t go hungry, should be respected but in

India they are treated badly. Even agriculture scientists are misleading farmers. Once a group

of farmers were advised to set the waste on fire after the sugarcane field was harvested. The

fire actually destroys the micro-organisms that are needed to maintain the soil fertility. The biggest drawback of our country is that we have agriculturists who have lot of theoretical

knowledge but have no practical wisdom. So they cannot guide the farmers properly. Our

agriculture universities should have experienced farmers instead of experts,” points out

Madhu.

On the positive side, some farmers in Mandya were already doing organic farming but were

not getting the right price for their products.

Madhu has been working hard to turn around the fortunes of hundreds of farmers who are

living on the brink of bankruptcy and desperation.

This year, acres of sugarcane could not be harvested as the government-run sugar factory shut

down and farmers could not afford to sell it to far off factories, explains Madhu.


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Image: ‘Indians spend the least on food but they like to visit the most expensive hospitals, instead they

should spend more on good food and remain healthy.'

To add to their woes, banks and money lenders keep harassing farmers, who have no choice

but to commit suicide. This year, one farmer even went to the extent of setting his sugarcane

field on fire and jumping into it killing himself.

“I am sure that we can put an end to this crisis faced by sugarcane growers, who dominate the

Mandya region. We are taking small positive steps and am sure in the long run, farmers will be

greatly benefitted,” says Madhu.

Consumers today are becoming more aware too. But there is a long way to go.

“Indians spend the least on food but they like to visit the most expensive hospitals, instead

they should spend more on good food and remain healthy. If you spend more on quality food,

you will not fall ill. Food should be your medicine and not the other way round,” points out

Madhu.


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Image: Besides 270 farmers, the society has Ayurveda doctors and agriculture scientists, who are

passionate about bringing major changes in the agriculture sector.

A breakthrough for farmers

The first step was to start Mandya Organic Farmers Cooperative Society. Besides 270 farmers,the society has ayurveda doctors and agriculture scientists, who are passionate about bringing

major changes in the agriculture sector.

Though the society has received 1,500 applications from farmers expressing their intent to join

the society, Madhu and his team are scrutinising each and every application before taking new

members.

Madhu also realised the need to have a strong support system to sell the produce. Though the

farmers had a wide variety of products, they were unaware about how to market it and get

good profits.

So he started an enterprise called Organic Mandya to sell the products in a supermarket and

online too.

The products turned out to be an instant hit so much so that they are not able to meet the

surging demands of health-conscious customers.


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Image: Actress and dancer Lakshmi Gopalaswamy at the supermarket.

Under the Organic Mandya banner, Madhu has started an ‘integrated organic zone’ to sell

products. The zone is built next to the organic farmland, it also has a restaurant which

promotes organic food.

By setting up the zone near the farmland, the farmers can easily sell their produce without

depending on middlemen.

Since the location is on the Mysuru-Bengaluru highway, it was ideal to get a large number of customers.

With an oil extraction mill, customers can buy fresh oil as well. Among the 50-55 products

sold, the most sought after products are Joni Bella (a liquid form of jaggery), jaggery powder

and jaggery blocks.

Seeing the huge demand for products has boosted the confidence of farmers, who are now

working with great vigour to meet the rising demand.


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Image: Madhuchandan alongwith the society members met Sri Sri Ravishanker, who appreciated their

efforts.

Farmers are getting double the price for their products through Organic Mandya. The math is

simple, even if the yield is less in organic farming, the price a farmer gets is double than what a

normal farmer gets.

So any day it is more profitable to switch to organic farming. Organic Mandya is encouraging

more farmers to switch to organic farming on an experimental basis before they completely

adapt to eco-friendly ways of farming.

“Unfortunately, farmers have lost hope. Farming is not a respected profession in India. There

are so many farmers doing exceptional work but does the government ever recognise their

contribution? Does the government ever offer doctorates to farmers? It is one of the noblest

professions and it’s high time farmers live dignified life, says Madhu.

Today, the irony is that farmer’s children do not work in the fields as they don’t get good

returns so even farmers who own 1-2 acres of land send their children to cities to eke out a

living. They end up in bars as waiters or as autorickshaw drivers, which is a terrible state of

affairs, explains Madhu.

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Image: A great beginning to transform the lives of farmers.

Success so far

Madhu started Organic Mandya with an investment of Rs 1 crore (Rs 10 million) pooled in by 4

IT professionals.

The growth of the company has been astounding according to initial estimates.

“As per current run rate we will be touching revenues of Rs 2.5 crore (Rs 25 million) by next

September. With the current potential, our business may even touch Rs 8-10 crore (Rs 80-100

million) by next September 2016. In next 2-3 years, we expect revenues to the tune of Rs 30-40

crore (Rs 300-400 million) with a net profit of around 10-15 per cent,” points out Madhu who

wants to prove that every farmer can get high returns for their products.

Another great initiative, which gives a lot of hope and reassurance to debt-ridden sugarcane

farmers is the Jaggery Park, which is run by Organic Mandya.

Image: Jaggery products are an instant hit.

Giving a major boost to farmers, sugarcane is procured at the highest rate in India - Rs

3501/tonne for the organic variety. The park makes healthy jaggery products, which are very


10/15



much in demand.

As farmers get high prices for their products, they can tide over the debt-crisis and become

successful farmers.

“A breakthrough initiative will be the launch of a new product, research of which is going on at

Central Food Technological Research Institute (CFTRI). Once we launch that product, we can

procure sugarcane not just from Mandya but from across India, putting an end to the crisis

sugarcane farmers face,” says Madhu, who explains that Organic Mandya’s products are 20-25

per cent cheaper than other branded organic products. He believes that there is space for new

players in the organic food segment as demand will only keep rising in the years to come.

Today, a sugarcane farmer who invests around Rs 60,000-70,000 does not even get the

amount that he spends to cultivate the land as returns as traders do not pay the right value. So

farmers are forced to take loans, which ultimately burdens them to the extent of committing

suicide.

Seeing the positive changes in the lives of organic farmers, many others too are willing to

switch to organic farming. They had never expected to get such high prices for their produce.

In a bid to scale up operations, Organic Mandya also plans to open 5 franchisees in Mysuru

and Bengaluru soon.

Sweat donation programme

One of the unique highlights of Organic Mandya is ‘sweat donation’. The agriculture sector,

which faces acute shortage of labour needs helping hands. So Organic Mandya seeks the helpof people from all walks of life to contribute their ‘sweat’ to a productive purpose.

“A good majority of professionals go to the gym to cut down calories. In a week they may be

able to burn out 300-400 calories. And their sweat just goes waste. If he or she decides to work

on a field even once a week, maybe digging a small pit in the farm will help them burn out

1,200 calories. Besides, it will immensely help the farmers and have a productive result.

Professionals from companies are keen to join for this mutually beneficial program,” says

Madhu.

Organic Mandya also has an agri-tourism project where corporate can send their employees to

get a taste of rural life.


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Image: With ambitious plans, Madhuchandan has a long way to go.

The employees can join the farmers at work, have freshly cooked organic food at the field, go

on a bullock cart ride, breathe fresh air, play native games and enjoy the essence of a village

life. This in effect gives valuable lessons that will stay with them for life. More importantly, for

people who have never been to a farm, it will give a first hand experience of how the food that

they eats comes from.

Madhu has been getting hundreds of calls from people across the country everyday who would

either like to join him or replicate the model in their villages and towns.

“The day is not far off when we will have more organic districts across India. As more people

prefer to lead healthy lives, the demand for organic food will rise too. Agriculture teaches you

the importance of hunger and sleep. It is also a lot of hard work, physical exertion but at the

end of the day, you are at peace and satisfied. I have worked on several important IT projects

across different companies but I never got the satisfaction that I have now. The passion to

work on the soil, reap benefits and help hundreds of farmers is an invigorating experience,

says Madhu.

Image: Indian farmers can lead a dignified life like their foreign counterparts.

A long way to go


12/15



Share CommentPrint this article

Indian farmers can lead a dignified life like their foreign counterparts. Eventually, it will

happen. As people become more aware about the ill-effects of pesticide laden food, they will

have no choice but to switch to a healthy lifestyle, he says.

“We have just made a small beginning. There is a long way to go. People still think that the best

career is perhaps joining an IT firm. But does anyone look at the stress they go through

meeting deadlines and travelling long distances in peak traffic every day? I don’t see the glow

on the face of a young engineer but I see it on a 65-year-old farmer’s face. Their hard work,

strength and perseverance should be a lesson for all youngsters. I would say a farmer earning

Rs 10,000 in a village will be much happier and healthier than an engineer earning Rs 1 lakh ina city,” says Madhu, highlighting the need to appreciate farming as a way of life.

Image: ‘We sell chappals and sandals in air-conditioned stores but sell our fruits and vegetables on the

footpath.’

India farmers just need to focus on five important aspects to get their priorities right.

“They need to do a lot of unlearning and start all over again. They should have a direct link

with consumers. People should have respect for farmers. The government too must honour

farmers. Finally, people should respect food. We sell chappals and sandals in air-conditioned

stores but sell our food and vegetables on the footpath. We as a society have complicated our

lives and we like to live in the web, doing little to alleviate basic problems. It is high time

people dismantled their notions that money gives security and happiness. One gets happiness

when the mind is free from stress. It’s high time people worked towards leading healthier andhappier lives by working in harmony with nature,” explains Madhu.

If you would like to know more about Madhuchandan’s organic farming

movement, you can mail him at [email protected]

Manu A B

Related News: Madhu, Organic Mandya, Madhuchandan Chikkadevaiah, India, Central FoodTechnological Re search Institute

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Discussion Board

Write a message

Total 54 messages Pages | 1 | 2 | 3 | 4 | 5 Older >

WONDERFUL WORKby happy happy (View MyPage) on Nov 22, 2015 07:33 PM

THANKS A LOT

Reply Forward | Report abuse

By T,P,Chavhanby (View MyPage) on Nov 21, 2015 09:24 PM

agriculture is the most beautiful,healthiest and better way of business in this world from centuries.But now a dayspeople are spoiling their health wealth using chemical fertilizers and chemically treated seeds,plants flowers andnuts we eat during their agriculture processing. Madhuchandan is a person who is doing better work to protect our eco-society and human health.All the best Madhu.


workingby k v r murthy (View MyPage) on Nov 21, 2015 06:58 PM

you being a software engineer know, that ultimate are the heads and hands are to be relied upon, but we are too

intellectuals, allowing a paperless society. sir, propogate this message in this over populated country. as everyone has to cook his own bread and butter,for which money is required by JOB


new thinkingby samarjit maity (View MyPage) on Nov 21, 2015 05:00 PM

want to know more. samarjit,west bengal


a software engineer from US is making farmers richer!by jayaram putisari (View MyPage) on Nov 19, 2015 08:27 PM

The economics of the organic farming is important too. It is obviously not something just fancy today, rather theneed of the hour. Creating a farming community is always welcome as it helps share information and build upconfidence in farmers. Healthy and happy individuals always make positive contributions. I am ashamed to thinkthat we all seek short cuts while any numbers of such novel ventures are waiting to happen. Of course withnecessary capital available before hand things are much easier, faster and more encouraging. Also recognizingpeople and projects are welcome but our tendency to hype things too far is uncalled for.


Advantages of Farmingby srinivas ganesh (View MyPage) on Nov 19, 2015 07:33 PM | Hide replies

As a farmer, I do not worry about i nflation etc. I produ ce everything , keep sufficient grain s,pulses for my self andsell remaining produce.

As a farmer, I do not bother about giving bunch of fruits an d veg etables to my rel atives wh en they visit my home.

Because they are all given to me by nature without buying. As a job holder, I cry to give bunch of fruits an d veg etables to relatives when they visit my home, because I have tospend money to buy them.It gives more stress when we purely depend on money.


Re: Advantages of Farmingby srinivas ganesh (View MyPage) on Nov 19, 2015 07:37 PMFarming leads to true self sufficiency and can be healthy.The more we mechanise(human invention), the more effort we need to put to maintain thatmechanisation, as a result there is a pressure to maintain that mechanisation and invent moreand more. As a result, nobody is happy(stress) and we are destroying ourselves.


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